What do you think?
Rate this book
Marketing Research Essentials [with SPSS]
*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
*Chapter-Opening Vignettes discuss prominent companies/products.
*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.
*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.
*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.
* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.
* The latest version of SPSS is included in every new copy of the text.
* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.
*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
*Chapter-Opening Vignettes discuss prominent companies/products.
*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.
*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.
*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.
* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.
* The latest version of SPSS is included in every new copy of the text.
* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.
- GenresTextbooks
544 pages, Paperback
First published January 1, 1995
3 people are currently reading
62 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 3 of 3 reviews
April 1, 2011
Assigned textbook for my Marketing Research class, and so far this text is alternating between annoying me and putting me to sleep. Not a great mix.
December 30, 2013
More of an introduction text to what marketing research 'is' rather than how to actually do any of it.
July 21, 2015
I have learned to leave marketing research who enjoy statistics and analytics. Not my niche in marketing compared to direct and interactive marketing.
Displaying 1 - 3 of 3 reviews